Customer satisfaction and universal banks: an empirical study

Jaspal Singh (Department of Commerce and Business Management, Guru Nanak Dev University, Amritsar, India)
Gagandeep Kaur (Department of Commerce and Business Management, Guru Nanak Dev University, Amritsar, India)

International Journal of Commerce and Management

ISSN: 1056-9219

Publication date: 22 November 2011



The purpose of this paper is to determine the factors that have an impact on customer satisfaction as regards the working of select Indian universal banks.


The study was conducted using the survey method. Data were collected through a well‐structured questionnaire from a sample of 456 respondents.


The major findings of the study show that customer satisfaction is influenced by seven factors: employee responsiveness, appearance of tangibles, social responsibility, services innovation, positive word‐of‐mouth, competence, and reliability. The results of multiple regression showed that three variables: social responsibility, positive word‐of‐mouth, and reliability, are statistically significant in the model at 5 percent significance level that have an impact on the overall satisfaction of the customer.

Research limitations/implications

The study suffers from a regional bias since it covers only Punjab and Chandigarh. The results do not have general applications to different banks in the same sector and the same banks in different cities of India. Increased sample size and multi‐city sampling can be considered for future research for better generalization of the findings. Results would be more appropriate if the sample size could be large. These limitations offer an opportunity for further research.


The study is quite useful for understanding and comprehending the changes in customer banking behaviour, so to enable the policy makers to develop appropriate and adaptive strategies. The paper provides determinants of customer satisfaction. With an effective customer satisfaction research program, banks will be able to encash business, i.e. gain opportunities by putting themselves at a competitive advantage.



Singh, J. and Kaur, G. (2011), "Customer satisfaction and universal banks: an empirical study", International Journal of Commerce and Management, Vol. 21 No. 4, pp. 327-348.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.